City Council May 7, 2021 - TBID FY22 presentationFY22 Marketing Plan and Budget
Kalispell TBID and Bed Tax
2020 Highlights
•Maintained brand awareness through COVID-19 travel
restrictions and achieved strong engagement and conversions.
•54% increase in visitor guide requests (Y/Y)
•2,942 new subscribers for our quarterly newsletter.
•80% of Discover Kalispell’s 2020 group events
rescheduled for 2021 or 2022.
•Hotel occupancy and revenue collections performed better
than anticipated.
•17% decrease in occupancy.
•13% decrease in TBID revenue.
•29% decrease in Bed Tax gross collections.
•Served as a resource for information and industry advocacy.
Sample ad creative
FY22 Overarching Strategies
•Increase brand awareness and connection with travelers
to drive visitations and room night stays at Kalispell
hotels.
•Support the community by being an advocate for
community-driven destination growth and responsible
and safe travel.
•Maintain and leverage partnerships.
•Navigate impacts on visitations and revenue.
FY22 Research
and data –
To inform budget,
strategy and tactics:
Visitation data
•ITRR
•Credit card and Mobile location data
Lodging data
•Smith Travel and AirDNA
•Event and sports tournament schedule
•Group bookings
National travel data
•Destination Analysts
•U.S. Travel, Destinations International
Local community sentiment
•Social media, newsletter input, local news
Sample creative
https://discoverkalispell.com/recreate-responsibly/
https://discoverkalispell.com/blog/
FY22
Variables
Impacting
Visitations
and
Revenue
Group and domestic tour business restarting:
10 conferences rebooked from 2020 to 2021 or 2022
New flights to GPIA:
Focus on expanding existing flights into the spring and fall seasons
Proactively work towards securing new winter flights
Short term rentals:
Flathead County has the highest number of STR’s in the state –2,814
59901 –315+/-listings during peak summer season
Summer travel impacts:
GNP ticketed entry, highway construction, rental car situation
FY22 Budget
Discover Kalispell
TBID: $625,000
Bed Tax: $155,000
Total operating budget: $780,000
KCVB TBID Budget -FY22
TBID Projected Revenue $ 525,000
Rollover from FY21 $ 100,000
Total $ 625,000
Project Program Total
Administration and Operations $275,250
Wages, benefits, employer expenses $239,700
Operations $35,550
Marketing Support $89,900
Smith Travel Reports $8,900
Organizational Memberships $4,000
Training and Education $1,000
Research $8,000
Grant Program $12,000
Creative Agency Services $50,000
Ares $6,000
Website $32,000
Maintenance and enhancements $12,000
Website marketing (SEM-SEO)$20,000
Consumer Marketing $74,450
Photo and video library $10,000
Social Media administration $8,500
Media buy: print, digital, multi-media $45,000
Travel show attendance $2,450
Trade show booth display $500
Airport visitor display $1,500
EMarketing $1,500
Niche brochures $5,000
Events and Sports -Operations and Promotion $35,000
Spartan Race $35,000
Groups and M&C $71,400
Meeting Planner Shows $6,000
Meeting Planner FAM $4,000
M&C and Group incentive program $30,000
Media buy: print, digital, multi-media $16,000
EMarketing $1,400
Group photo and video library $2,000
M&C collateral $4,000
Customer Relationship Mgmt System $6,000
M&C memberships $1,000
Sales calls $1,000
Publicity $47,000
Travel media press trips/FAM $10,000
PR -agency services, Meltwater, misc.$35,000
Kalispell branded merchandise $2,000
TOTAL $ 625,000
KCVB Bed Tax Budget -FY22
Bed Tax Projected Revenue $ 155,000
Project Program Total
Administration $27,375
Marketing Support $64,000
TAC/Gov Conf $1,000
VIC staff -year round $35,000
Opportunity marketing $9,500
Research $10,000
Outreach $2,000
Wayfinding $1,500
Joint Ventures $5,000
Fulfillment –Visitor Information Center $6,300
Phone (800 line)$100
Postage $6,000
Supplies $200
Consumer Marketing $40,325
Photo and video library $10,000
Social Media administration $5,000
Media buy: Print, digital, multi-media $18,000
Travel show attendance $2,325
Printed Collateral $5,000
Group and M&C $17,000
Media buy: Print, digital, multi-media $5,000
Group Marketing Personnel $12,000
TOTAL $155,000